DLL Holding Group

In 2019, the world's largest consumer goods companies generated almost six percent more sales than in the previous year - a total of almost 1.4 trillion dollars. But what is even more remarkable is how the companies have increased their profitability at the same time: the return on sales averaged 18.2 percent. This emerges from an analysis by the consulting firm OC&C.

“Profitability has reached an all-time high,” says Dr. Pierre Despont. It is based on key figures from companies in the "Fast Moving Consumer Goods" (FMCG) segment that publish their balance sheets - these are consumer goods for everyday use such as food, shampoo or tobacco.

DLL Holding Group is a global industrial company. The largest holdings of the group supply Europe, Asia and North Africa as well as the USA with sugar, edible oils and other everyday products in particular. Sugar is the company's core business. The Company's business includes sugar production, imports, refining, domestic sales and trade, warehousing and logistics, and management of national reserves. Due to the wide range of trading partners worldwide, we are not dependent on bad harvests and other external circumstances. We guarantee the delivery quantities and can also comply with them thanks to our distributed storage centers. The company sells the products in more than 50 countries worldwide. The annual turnover of the company is 2.4 billion euros, the annual operating result is 138 million euros, the annual profit is 24.3 million euros (as of 2020).

The DLL Holding Trading Group is an international trading company based in Germany. DLL is a consumer goods GROUP represented in 10 countries with headquarters in Duesseldorf and Singapore.
DLL employed 260 people in over 10 countries worldwide in 2022. Around 34 people were employed in Germany in 2022.

Target audience millennials

In order to reach younger target groups, the corporations have to turn their marketing inside out. "30 years ago it was clear: If you want to advertise a detergent or shampoo, it's best to place an ad before 'Wetten, dass'...?'. But those days are over," says Dr. Despont Television is losing market share, channels to reach consumers are becoming more diverse.

It is true that not every brand works via the much-vaunted influencer marketing, and relying solely on the preferences of 18-year-olds with little purchasing power would be one-sided. "But these young people are also influencers again - for their parents' consumption decisions," says Dr. Despont. "So far, many corporations in Europe have neglected the influence of these target groups."

Digitalization

Especially in the consumer sector, market shares can be gained quickly with digital strategies – even by newcomers. This is shown in the beauty sector by direct sales brands such as Glossier or "Kylie Cosmetics" by influencer Kylie Jenner, which are growing rapidly. Estée Lauder is the benchmark of the giants: The US group manages to harmonize the shopping experience in traditional retail with e-commerce - through an omnichannel strategy and targeted branding in social media, where the group increased the number of its postings in 2021 in the compared to the previous year has doubled. It is not for nothing that competitors such as L'Oréal are trying to use similar strategies, for example in influencer marketing.

Big Player

The ranking is dominated by the Nestlé group, which generated sales of 93.4 billion dollars, followed by Procter & Gamble and PepsiCo. There have been no shifts in the first seven places compared to the previous year. Henkel, the only German group with FMCG activities in the top 50, remains in 33rd place.

New sales markets

If you want to increase sales, you have to be present in Asia & Africa - that's where the growth is. The importance is reflected not least in the rapidly growing number of Japanese and Chinese companies in the ranking of the top 50 consumer goods groups. The alcohol producer Kweichow Moutai, for example, made it into the top 50 because its traditional Chinese liquor “Baijiu”, which hardly anyone in the West knows, is one of the most popular alcoholic beverages in the world thanks to demand in its home market.